Study On The Effect Of Brand Placement In Case In Management Textbook

Differed from clearly purpose of traditional commercial, brand placement has good brand communication effect because of its invisible business purpose. Except for movie/TV program, case in management textbook is also the carrier of brand placement. Management textbook has a great characteristic that there are many cases in it. These cases contain the enterprise's brand information, such as market position, development strategy, corporate culture, etc. Reader accepts to this information when reading the case, and brand information communicates via this way.This thesis firstly overviews and analyzes the scholar's theories about brand placement. Then it researches on the characteristic of brand placement in cases in management textbook by content analysis. Basing on the foregoing work and a deep interview, it build up a model of effect of brand placement in case, and bring forward correlation hypothesizes between the.effect and the influencing factors. The variable "Effect" is scaled by "Brand Cognition" and "Brand Attitude"; the factors are scaled by "Case Interesting Degree", "Fusion Degree of Case and Theory", "Quantity of Positive Information", "Frequency" and "Knowing Degree". Then empirical research is done to test the model and hypothesizes. This research enlarges the carrier research of brand placement, and instructs to the research on brand placement in management book. Meanwhile, it lets the enterprise realize that the brand placement in cases in management textbook is a good outlet to disseminate its brand,and it is advantageous to the localization of cases in management textbook after more and more local companies participating in the process of cases writing.